PROSPECTS AND OPPORTUNITIES
RTD coffee set for further strong growth backed by Starbucks’ ambitious expansion plans
RTD coffee is set to continue reporting strong growth in off-trade volume terms over the forecast period, boosted by several growth drivers. First and foremost is the continuous development of leading player Starbucks, especially through the expansion of its distribution network (indeed, by 2024, the retailer which featured the most Starbucks’ SKUs was Carrefour).
RTD coffee yet to become a major draw for investors
Facing strong competition from traditional fresh coffee (hot drinks), traditional iced coffee, and milk-based RTD coffee, non-milk RTD coffee is likely to remain a relative niche over the forecast period. Moreover, leading coffee manufacturers are unlikely to invest in this product category, with most likely to focus on their more popular hot drinks lines or will invest in the more promising area of milk-based RTD coffee.
Producers of RTD coffee will need to explore new opportunities to reach a wider audience
Behind the growth and development of milk-based RTD coffee has been the strong popularity of this product among younger consumers and millennials, which proved less attached to Italy’s coffee culture and more willing to experience coffee in different ways. If milk-based RTD coffee is reach a wider audience then players will need to find ways of reaching older consumers either through targeted marketing or new product development that appeals to their tastes.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Coffee industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The RTD Coffee in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTD Coffee in Italy?
- To what extent are health considerations impacting consumption of RTD Coffee in Italy?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of RTD Coffee in Italy?
- Which are the leading brands in RTD Coffee in Italy?
- What potential exists for multinational or domestic soft drinks companies to expand in Italy?
- How are products distributed in RTD Coffee in Italy?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of RTD Coffee?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
RTD Coffee in Italy - Category analysis
KEY DATA FINDINGS
RTD coffee remains dynamic in 2024
Starbucks consolidates its leadership as it continues to expand across Italy
Innovation could help driver stronger growth in RTD coffee
RTD coffee set for further strong growth backed by Starbucks’ ambitious expansion plans
RTD coffee yet to become a major draw for investors
Producers of RTD coffee will need to explore new opportunities to reach a wider audience
Soft Drinks in Italy - Industry Overview
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Fountain sales in Italy
Trends
DISCLAIMER
RTD Coffee
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our RTD Coffee research and analysis database.
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